35. WERNER DESIGN WERKS
No one wants to mix up the pet supplies with the people ones. And that’s why the packaging for Mrs. Meyer’s new line of pet products was so important. The team at Werner Design Werks needed to make sure the pet line immediately stood out among the rest of the company’s household products. At the same time, however, these new additions needed to maintain some brand recognition. It was a tall order, but Werner has developed the Mrs. Meyer’s brand from the beginning.

The solution was engineering the standard Mrs. Meyer’s label in reverse. Instead of a brightly colored label with dark text, the pet products feature dark brown labels with copy reversed out in white and green. Stick figures of pets appear in the background instead of the traditional stick figures of women cleaning. To really drive the point home, a white paw was added to the label with the word pet inside. It’s a system so clear that even Fido won’t get confused—just don’t tell him it’s bath time.
Michelle Taute